Seventh Generation Advocates for Use of Recycled Toilet Paper Because It’s Not a Tree’s Duty to Wipe Your Booty

If every household in the United States replaced a four pack of 240 sheet virgin fiber toilet paper with recycled toilet paper (minimum 50% PCR), we could help save more than 740,000 trees. Seventh Generation, has launched a new campaign that helps bring this issue to light.

A comedic musical advertisement starring Maya Rudolph
and a new character, Mike the Tree, brings awareness to the fact that
people can make a big impact on the environment – and trees – by making a
small switch to recycled toilet paper. Featured in the spot is an
original song from Maya about Seventh Generation’s 100 Percent Recycled
Paper Bath Tissue (minimum 50% PCR), the brand’s continued mission to
nurture the health of the next seven generations and push to make every
decision with people and planet health in mind.

According to the new report “The Issue With Tissue”
from NRDC and Stand.earth, the average American uses three rolls of
toilet paper a week – much of which is sourced from North American
forests. The “tree-to-toilet pipeline” has devastating impacts for
wildlife and the global climate. The report encourages the use of
recycled toilet paper, grading Seventh Generation’s offerings an “A” in
sustainability.

“Recent research shows that Americans are quite literally
flushing forests away with the use of virgin toilet paper,” says Seventh
Generation CEO Joey Bergstein. “We’re
here to show people that small changes can have a big impact. This
campaign is not just about toilet paper, but about the mission we’ve had
since day one to protect our natural resources for the next
generations.”

The campaign includes a robust online presence and
social media strategy along with targeted public relations efforts.
Seventh Generation and Mike the Tree are also joining forces on March 20th at Grand Central Terminal in New York City for a Root-In to advocate for making the switch to recycled toilet paper, leading up to International Day of Forests on March 21st.

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